Marketing Program Refinement for Non-Profit Association Yields 171% Increase in Applications
60-Year-old non-profit association created to safeguard and promote the economic welfare of current and former service members, federal employees, and their families.
The direct mail acquisition campaigns showed poor performance.
Not utilizing predictive modeling for prospect targeting as well as relying on “broken” application promotional tracking reporting.
First and foremost was to review the existing reporting and determine inconsistencies in logic causing significant under-reporting of results. After proper attribution of responses generated from the mail and email program a predictive model was developed and implemented.
A 171% increase in applications resulting from the marketing channel. Approximately half was attributed to more accurate reporting of results and the other half do the predictive model and improved targeting.